LONDON - 30th June, 2014, Ogilvy Public Relations EAME today announced Conversation Fuel™, a new offering to help clients maximise the value of their social media activities by leveraging paid support to power content and conversation.
Conversation Fuel™ pairs industry-leading technology for managing paid social with a strategic, outcome-focused approach. Together, they allow Ogilvy’s social specialists to extend the impact of social content by placing, analysing, and optimising paid social campaigns in real-time.
Stuart Smith, CEO Ogilvy PR EAME said:
"Earned media is increasingly important to CMOs as a generator of conversations for their brands both with and between consumers. And nowhere is the nexus between paid and earned more crucial than in social media. We have formalised our approach to offering 'paid-for-social' because demand is increasing exponentially. Conversation Fuel™ is a significant step forward in our strategy to offer clients a full set of solutions which optimise the impact of real-time content inside highly integrated, creatively-led campaigns."
Conversation Fuel™ pairs the agency’s Social@Ogilvy specialists with propriety tools, technology and expertise from Social Lab, which Ogilvy & Mather EAME acquired in December 2013. Social Lab manages more than 150 communities for its clients. In the last two years, its paid social efforts have generated more than 100 billion impressions and 65 billion interactions between brands and consumers.
Marshall Manson, EAME Managing Director of Social@Ogilvy said:
“We’re helping our clients leverage paid to drive advocacy and word of mouth. Conversation Fuel™ allows us to deliver paid support to target posts to the most relevant audiences, and invite them to engage. Practically, it provides the tools, technology and rigorous approach to help us achieve our clients’ business objectives.”
“In EAME, we are already placing millions per year in paid social in a small concentration of markets. Conversation Fuel™ allows us to leverage that leadership position in all of our markets across the region. A global roll out will follow in the coming months.”
Our paid social toolset, with Conversation Fuel at its heart, offers clients access to the broadest range of paid social media inventory, which is becoming essential to the success of a well-constructed social media initiative.
The new offering recognises the rapidly changing landscape required for clients to achieve their business objectives in social media, and builds on the agency’s existing strength in developing social media strategies and delivering social content that drives engagement and advocacy.
About Ogilvy Public Relations:
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2014 Ogilvy PR EAME was named Holmes Report pan-EMEA Agency of the Year. In 2013, for the second consecutive year, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index. Ogilvy was also named Best Digital Consultancy in the World, Most Creative Agency and Best South-East Agency by the Holmes Report. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), and one of the largest marketing communications companies in the world. For more information, visit our website at www.ogilvypr.com or follow us on Twitter at @ogilvypr.
About Social Lab:
Founded in 2010 and employing 65 people in 4 countries, Social Lab specialises in social media marketing, delivering social media performance by combining real-time data, insights, strategy, content creation and paid expertise. Social Lab works with blue chip brands in four markets covering campaigns in over 65 counties. Social Lab manages over 150 social properties and its paid-for-social experts have overseen three thousand campaigns.
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